• Drive enterprise sales growth across Europe, with an initial focus on Germany, Switzerland and the UK • Build and progress qualified net new opportunities with large mid-market and enterprise accounts • Lead complex deal execution from early engagement through negotiation and close • Develop senior relationships with business and technology stakeholders • Position THG’s value in digital trust, traceability, sustainability and AI-enabled workflows • Convert market interest, pilot activity and partner-led conversations into qualified pipeline and revenue • Work closely with leadership, product, delivery and partner teams to shape opportunities and strengthen commercial execution • Maintain strong pipeline quality, forecasting discipline and commercial rigour • Travel across the territory as needed to engage customers, advance strategic opportunities and negotiate deals

• Maintains and expands customer base by counseling district sales representatives; building and maintaining rapport with key customers; identifying new customer opportunities. • Recommends use cases by identifying and surveying consumer needs and trends; tracking competitors to drive scale. • Implements trade promotions by publishing, tracking, and evaluating trade spending. • Updates job knowledge by participating in educational opportunities; reading professional publications; maintaining personal networks. • Align with the company's strategic objectives, handle and grow revenue and market share at designated accounts to improve customer success at all levels in the customer organization. • Develop and deliver business plans to address customer and prospect priorities and critical needs. • Convey public and acquired intelligence about customer technology footprints, strategic growth plans, technology strategies and competitive landscape and trends • Introduce domain product and service experts/specialists while maintaining account oversight. • Own account relationships and drive overall customer success for assigned accounts. • Build consensus and develop relationships at multiple levels – executive sponsors, influencers and decision makers. • Lead large scale transactions to close large scale deals • Build pipeline, forecast business, lead the internal team, communicate key updates and competitive intelligence. • Exceed quarterly and annual new and expansion software subscription, renewals, professional service and training business goals.

Role Description The VP of Sales / Brand Leader is responsible for leading the strategic direction, sales, and overall management of Surf Expo and will report to SVP of Outdoor and Sports while collaborating daily with the Surf Expo Show Director. This role involves overseeing the development and execution of event budgets, sales strategies, and operational plans to ensure growth and profitability. As a strategic and experienced leader, you will leverage your proven track record in event management, sales leadership, and business development to drive our business forward. This position requires a collaborative mindset, strong leadership skills, and the ability to build and maintain relationships with key stakeholders across the outdoor, Surf, action sports, and resort industries. Responsibilities - Sales Leadership & Strategy: - Lead a high-performance, hunter-led sales organization, setting clear expectations around new business generation, pipeline development, and account expansion. - Establish and enforce activity-based performance standards (calls, connects, meetings, pipeline creation) to ensure consistent business development and pipeline health. - Define and manage sales staff targets, territories, compensation, and incentive programs that motivate desired behavior. - Own and enforce disciplined use of Salesforce, Gong, A2Z, and HubSpot as non-negotiable tools for pipeline management, forecasting accuracy, and sales effectiveness. - Drive a consultative selling approach, shifting from transactional booth sales to solution-based packages, sponsorships, and activation-led revenue. - Develop and present sales pacing and strategy updates for upper management. - Build and maintain relationships with key customers. Take an active role in closing major accounts, pavilions, and customers. - Own and optimize floorplan strategy as a core commercial lever, driving premium placement, rebooking conversion, and revenue yield. - Commercial Ownership & Performance: - Own full P&L accountability, including revenue growth, margin expansion, and forecasting accuracy. - Build and maintain a clean, reliable pipeline with zero tolerance for gaps or surprises. - Drive performance across key KPIs: new business, retention, rebooking, yield, and NPS. - Partner with finance and leadership on reforecasting and growth scenario planning. - Continuously optimize pricing, packaging, and floorplan strategy to maximize revenue per NSF. - Business Development & Strategic Growth: - Identify and penetrate new verticals, buyer segments, and international opportunities. - Develop strategic partnerships, associations, and pavilions that unlock new revenue streams. - Actively pursue co-locations, acquisitions, and adjacent market opportunities. - Build a top 50 target account strategy with direct involvement in closing high-value deals. - Serve as a visible industry leader, strengthening the brand’s position and relevance. - Event Management & Development: - Develop and execute data-backed Brand Operating Plans (BOPs), grounded in market data, customer insights, and clear revenue drivers. - Leverage data, industry insights, and AI-enabled tools to continuously refine strategy and identify growth opportunities. - Oversee the development of show floor plans, exhibitor move-in strategies, and post-event reporting. - Manage rebooking processes, onsite sales strategies, and client troubleshooting for billing and collections. - Identify opportunities to introduce new products and services that benefit customers and drive incremental revenue. - Team Leadership & Development: - Hire, develop, and manage staff and sales contractors. Manage performance to deliver profitable growth against revenue goals. - Host weekly sales meetings and 1:1 pipeline management sessions with team members. - Build a high-accountability, performance-driven culture with clear expectations, measurable outcomes, and no tolerance for underperformance. - Coach and develop talent with a focus on hunter mentality, commercial acumen, and continuous improvement. - Implement a “raise the bar” talent strategy, ensuring the team has the right skills, mindset, and structure to deliver aggressive growth. - Ensure we have the right skills and structure for organizational health and alignment with strategic goals. - Strategic Planning & Execution: - Develop and monitor budgets, forecasts, and growth plans aligned with the overall strategy. - Align business goals, processes, resource allocation, and value propositions with strategic objectives. - Track, monitor, and evaluate results to ensure growth and profitability. Adjust plans as needed. - Keep leadership informed of industry trends, business climate changes, and relevant data to incorporate into future plans. - Marketing & Customer Success: - Partner closely with marketing to ensure aligned revenue-driving strategies, including lead generation, audience growth, and conversion optimization. - Ensure all marketing efforts are measurable, ROI-driven, and directly tied to commercial outcomes. - Manage attendee marketing and hosted buyer programs aligned to goals and success. - Develop sales materials, packaging, and pitch decks to support the sales team. - Define customer success and retention strategies, focusing on enhancing the customer experience. Qualifications - 8+ years of experience leading a sales team and managing a revenue business of $10M or more. - Proven experience in B2C digital media sales and strategy. Event experience is a strong plus. - Expertise using Salesforce to manage a sales team and track sales pacing. - Proven track record of driving new business and entering new markets or sectors. - Experience building and leading hunter-led sales organizations. - Strong command of CRM and sales enablement tools (Salesforce, Gong, etc.) as performance drivers—not admin tools. - Strategic business planning experience in a leadership position. - Experience launching new offerings or brands and owning a P&L. - Strong presence and experience in the outdoor and glamping communities. - Exceptional communication, interpersonal, and organizational skills. - Strong research, analytical, and problem-solving abilities. - Proven ability to motivate, influence, and lead teams in a self-directed, collaborative environment. - Energized by the opportunity to create lasting, impactful change and drive concrete results. Requirements - Consistent double-digit revenue growth and market share expansion. - A robust, healthy pipeline with strong new business contribution. - Measurable improvement in yield, rebooking, and customer lifetime value. - Expansion into new sectors, partnerships, and revenue streams. - A team that operates with urgency, accountability, and a true hunter mindset. - A brand that is recognized as a must-attend, market-leading platform. Benefits - Target Compensation: $180,000 plus $50,000 Bonus. - Unlimited vacation for exempt employees. - Flexible working locations. - 401(k) plan with a company match. - Medical/dental/vision coverage with inclusive provisions including transgender services and fertility benefits. - Parental and caregiver leave. - Dependent, commuter, and FSA benefits. - Professional development programs like Toastmasters. - Mental wellness tools.

• Build a self-serve segmentation model that identifies the right customers for the right sales motion, maximizing cost efficiency, conversion, and speed through the funnel. • Design and implement a highly efficient coverage model that introduces sales engagement at the optimal point in the customer journey. • Partner closely with data science and sales analytics to develop and operationalize a data-driven targeting strategy. • Work cross-functionally with marketing to deliver targeted campaigns to the right customers at the right time with the right message, improving take rates and product expansion. • Define how AI should be deployed across the scaled sales motion to improve productivity and business outcomes, while making sound decisions about where human engagement adds the most value. • Build and run a strong experimentation framework that enables rapid testing, learning, and iteration across segmentation, outreach, coverage, and conversion strategies. • Establish clear operating rhythms, performance metrics, and diagnostic frameworks to understand business drivers and inform resourcing and investment decisions. • Lead execution with a strong bias for action, using data to continuously improve funnel performance and scale a repeatable sales-assisted PLG motion.